O2 opens dictionary, looks up definition of “unlimited” iPhone data

In a last-minute twist, O2 has decided to stand behind its marketing of " …

On Friday this week, O2 will launch the iPhone to the UK, complete with a few monthly voice plans that include "unlimited" data. Until this past weekend, however, O2 was under the impression that the word "unlimited" was open to interpretation.

Perhaps the UK-based mobile phone company was smokin' the same thing Verizon was, or perhaps it learned from Verizon's recent settlement for trying to pull the same stunt with its EVDO data service in the US. Either way, O2 had been planning to advertise its iPhone data plan as unlimited, yet still enforce a monthly data cap at 200MB. While we can understand that the term "unlimited" sounds a bit sexier than "you're getting cut off at 200MB" when it comes to marketing, outright lying to customers like this is just plain wrong. The company gets this now and has decided to eliminate the cap to truly give unlimited data to iPhone customers.

Interestingly, as the Telegraph reports, O2 still states that data must be "accessed for personal, not commercial, use." Where exactly O2 draws the line between these two types of use is beyond us, but it sounds like the company is simply trying to leave itself an ambiguous loophole for cutting off customers who break ambiguous rules.